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Public Engagement in Supportive Communication Behaviors: Effects of Relational Satisfaction and Organizational Reputation in Public Relations Management

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Abstract:

The purpose of the study is to (a) examine the effects of both relational satisfaction and organizational reputation on customers’ supportive behaviors toward an organization, especially communication behaviors such as engagement in positive word-of-mouth communication and use of organizational media, (b) investigate the critical mediation role of customers’ identification with organization in such associations, and (c) explore the link between communication behaviors of customers and their ongoing interaction with an organization. For this purpose, a survey was conducted among 350 customers of Wegmans Food Markets, Inc. The proposed model illustrates tenable data-model fits. Key findings of this study include significant direct effects of relational satisfaction on positive word-of-mouth communication, strong direct effects of organization reputation on both communication behaviors, and strong effects of both communication behaviors on customers’ ongoing interaction with the organization. More importantly, results show that customers’ identification with the organization significantly mediates the influence of relational satisfaction on customers’ communication behaviors.

Most Common Document Word Stems:

communic (151), organiz (128), custom (126), organ (121), relat (107), behavior (106), reput (90), public (89), posit (87), support (83), identif (76), media (74), effect (71), word (70), satisfact (70), use (69), compani (69), mouth (64), studi (63), p (59), word-of-mouth (56),

Author's Keywords:

word-of-mouth communication, organizational media, identification
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Association:
Name: International Communication Association
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http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p300813_index.html
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MLA Citation:

Hong, Soo Yeon. and Yang, Sung-Un. "Public Engagement in Supportive Communication Behaviors: Effects of Relational Satisfaction and Organizational Reputation in Public Relations Management" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL, May 21, 2009 <Not Available>. 2017-09-11 <http://citation.allacademic.com/meta/p300813_index.html>

APA Citation:

Hong, S. and Yang, S. , 2009-05-21 "Public Engagement in Supportive Communication Behaviors: Effects of Relational Satisfaction and Organizational Reputation in Public Relations Management" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL Online <PDF>. 2017-09-11 from http://citation.allacademic.com/meta/p300813_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purpose of the study is to (a) examine the effects of both relational satisfaction and organizational reputation on customers’ supportive behaviors toward an organization, especially communication behaviors such as engagement in positive word-of-mouth communication and use of organizational media, (b) investigate the critical mediation role of customers’ identification with organization in such associations, and (c) explore the link between communication behaviors of customers and their ongoing interaction with an organization. For this purpose, a survey was conducted among 350 customers of Wegmans Food Markets, Inc. The proposed model illustrates tenable data-model fits. Key findings of this study include significant direct effects of relational satisfaction on positive word-of-mouth communication, strong direct effects of organization reputation on both communication behaviors, and strong effects of both communication behaviors on customers’ ongoing interaction with the organization. More importantly, results show that customers’ identification with the organization significantly mediates the influence of relational satisfaction on customers’ communication behaviors.


Similar Titles:
Effects of Ethical Communications on Organizational Reputation, Organizational Identification, and Supportive Behavioral Intentions

Exploring the Mediation Effects of Social Media Use on Perceived Organizational Support and Word-of-Mouth Communication


 
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